The study, which collected responses from 100 B2B marketing professionals, found that:

Marketing leaders at B2B companies of all sizes and from all industries plan to invest heavily in content creation and digital advertising in the next 12 months

Seventy-four percent of B2B companies do not have a crisis communications plan in place, leaving them vulnerable in the event of a significant issue involving their business or product

More than half of companies are struggling to attribute revenue to specific lead sources

“The world of B2B marketing is changing fast, and the only way for companies to make their efforts more effective is to know what the rest of the world is doing,” said Andrew Stanten, Altitude Marketing president. “The data uncovered in this study – including some very surprising findings – should give marketing professionals the insight they need to continue to thrive in 2019 and beyond.”

Stanten and Adam Smartschan, VP, Innovation and Strategy at Altitude Marketing and lead researcher for the study, will present the findings and discuss the implications they have on the future of B2B marketing in a webinar slated for November 14, 2018 at 2:00 PM EDT.

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